Real Time Advertising: Project Sunblock, Ensuring quality and brand protection from your advertising

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Ensuing quality and brand protection from your advertising, Duncan Trigg, CEO, Project Sunblock

Presented at MediaSense's #realtimerev event in London, May 2014
www.media-sense.com

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Real Time Advertising: Project Sunblock, Ensuring quality and brand protection from your advertising

  1. 1. ARE ADVERTISERS READY FOR THE REAL-TIME REVOLUTION? HOW REAL-TIME ADVERTISING IS CHANGING MEDIA #REALTIMEREV
  2. 2. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 2 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 2 www.projectsunblock.com
  3. 3. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 3 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 3 www.projectsunblock.com So why are so many ads appearing against inappropriate content? RTB, behavioural targeting: • Maximum reach to target users • Cheaper and maximises reach • Loss of control of where your add actually appears Now…… Buying against editorial: • Full transparency of environment • Wastage to wrong audience • Hard to achieve maximum reach • Expensive… Then……
  4. 4. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 4 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 4 www.projectsunblock.com Brands are blind to where their advertising is appearing Based on research conducted with 268 snr marketing decision makers (50-500 people UK businesses) ** negative placements account for at least 1% of all ad imps bought in the UK
  5. 5. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 5 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 5 www.projectsunblock.com Non human, non viewed and inappropriate content is material in its impact… Fraud…. IAB estimates at least 33% of traffic is non human and many other sources quote an even higher percentage! Viewability…. At Project Sunblock, analysis of all campaigns we have run on RTB traffic shows just over 39.7% of adverts are viewed by the user. Brand safety…. Blocked inventory that contravenes what our clients have paid for, or stated they do not wish to appear against, further exacerbates this figure The scale of the challenge…….
  6. 6. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 6 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 6 www.projectsunblock.com Illegal content Software piracy/spam Race hate Pornography Nudity Social mediaPolitics News events What our clients block……..
  7. 7. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 7 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 7 www.projectsunblock.com IAB/ABC Valid Browsers: We check the validity of the browser against these lists by checking the user agent. IAB/ABC Spiders and bots: list of all known spiders and bots, including offending user agent strings ABC IP exclusion list: Blocks known fraudulent IP addresses, based on previous behaviour. User agents: Analysing and blocking against user agents showing patterns of potential fraud can also be very useful indicators of suspicious behaviour Time stamp: Analysing and blocking against user agents showing patterns of potential fraud can also be very useful indicators of suspicious behaviour Infringing Website list: We work closely with the Police, blocking all IWL sites on all campaigns, serving police creative onto these sites Category filters: We categorise billions of pages in milliseconds. 68 categories inc spam, malware and other computer crime categories. Often used to add suspicious sites to blacklists by clients Viewability: Usage of average viewability data can be very powerful. High levels of delivery on unseen or <1sec dwell time can strongly indicate fraud Detecting and blocking Fraud……..
  8. 8. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 8 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 8 www.projectsunblock.com • UI designed to be self serviced or managed • Admin log in can invite either admin access or client to view reports • Simple to set rules, target benchmarks and traffic • Can either monitor or actively block • We work both with agencies, publishers and client direct - led by individual advertisers requirements Campaign Setup and reporting
  9. 9. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 9 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 9 www.projectsunblock.com Setting rules to your campaign delivery. 1. Country 2. Device type e.g. mobile devices 3. Domains 4. Categories 5. User Agent (bots and spiders) 6. Wordlists 7. IP Addresses Create lists for one or all these filters. Filters can be applied individually to campaigns or set as default and applied automatically to all campaigns. Filter sets
  10. 10. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 10 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 10 www.projectsunblock.com Utilising a unique relationship with IBM, we have by far the largest categorised database of URLs, capable of filtering against 68 individual categories, at page level. Categories can be either whitelisted or blacklisted. Filter sets
  11. 11. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 11 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 11 www.projectsunblock.com What information we offer on viewed impressions: 1. Impressions served versus viewed - Number and % - Overview and by domain - % in view port when page loads 2. Average duration of viewing time - Supplier and Domain - Average duration in seconds by domain One click report generation in excel Ability to send static link on to suppliers or internally What we measure - Viewability
  12. 12. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 12 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 12 www.projectsunblock.com • There is no reason why inappropriate placements should continue to be an issue……… • Content verification allows you to reach only target audiences you wish, with all the flexibility and advantages that programmatic buying provides, whilst winning back the control of the environment ads appear against. • Reducing inappropriate and wasted impressions, means content verification more than pays for itself, whilst providing peace of mind and deep marketing analytics
  13. 13. Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 13 Click to edit Master title style • Click to edit Master text styles – Second level • Third level – Fourth level » Fifth level 22/05/2014 13 www.projectsunblock.com

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